Chiquita turning London black cabs yellow

This October, 300 London black cabs will turning 'banana yellow' for the first ever UK run campaign from Chiquita. The move is to raise customer awareness for the supplier's Class Extra bananas. Sales kits, including merchandise material will also be distributred to retailers at a series of breakfast events run by Chiquita at key fruit and vegetable wholesale locations.

“We want to create a preference among consumers for Chiquita bananas, to differentiate Chiquita from other brands and to provide a sales opportunity for retail and wholesale customers,” said John Cockle, Chiquita’s director for the Nordics, UK and Ireland.

“We are backing up the campaign with below the line support to customers with sales kits which will include merchandising materials that complement the taxi visuals.”

The branding will also cover the interior of the taxis, with the fold-up rear-facing seat carrying the ‘Just Smile’ message - which also features on the taxi receipts.

Cockle said Chiquita has chosen London for its first consumer promotion because it is an important market for the company.

“Our research has shown that around 5.2million people will see the Chiquita-branded taxis during the month, and through this campaign we are confident that our brand awareness will be enhanced and sales boosted,” he added.